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Titolo:
Measuring customer satisfaction: why, what and how
Autore:
McColl-Kennedy, J; Schneider, U;
Indirizzi:
Univ Queensland, Grad Sch Management, Brisbane, Qld 4072, Australia Univ Queensland Brisbane Qld Australia 4072 Brisbane, Qld 4072, Australia Karl Franzens Univ Graz, Graz, Austria Karl Franzens Univ Graz Graz Austria Franzens Univ Graz, Graz, Austria
Titolo Testata:
TOTAL QUALITY MANAGEMENT
fascicolo: 7, volume: 11, anno: 2000,
pagine: S883 - S896
SICI:
0954-4127(200009)11:7<S883:MCSWWA>2.0.ZU;2-9
Fonte:
ISI
Lingua:
ENG
Tipo documento:
Article
Natura:
Periodico
Settore Disciplinare:
Social & Behavioral Sciences
--discip_BC--
Citazioni:
39
Recensione:
Indirizzi per estratti:
Indirizzo: McColl-Kennedy, J Univ Queensland, Grad Sch Management, Brisbane, Qld 4072, Australia Univ Queensland Brisbane Qld Australia 4072 , Australia
Citazione:
J. McColl-Kennedy e U. Schneider, "Measuring customer satisfaction: why, what and how", TOT QUAL M, 11(7), 2000, pp. S883-S896

Abstract

This paper seeks to challenge researchers and business organizations to think about the measures they are using in their attempt to measure customer satisfaction and any subsequent decision-making and actions that may result. Specifically, the paper endeavours to raise awareness of the difficultiesinvolved in measuring customer satisfaction and of using these measures for decision-making. The assumption associated with the measurement instrument and the methods of survey, together with the advantages and disadvantagesof standardized vs customized instruments are explored. Next, the partially, contradictory objectives of research and business and the frequent necessity, of making trade-offs are discussed. In conclusion, the paper offers suggestions regarding what we can do in terms of customer satisfaction measurement. Firstly, we should see the procedure Of measurement Of customer satisfaction as no neutral act but as an intervention which affects subsequentinteraction with our customers. Secondly, we should always remember that as organizations we are trying to nurture relations with our customers, not merely to measure and document what we have found in our research. Thirdly,we should be prudent in our use of measures and use these as yardsticks ina learning process. Finally, we should remember that we need standardized and repeated measures for statistical analysis but that this may nor be valued by business organizations.

ASDD Area Sistemi Dipartimentali e Documentali, Università di Bologna, Catalogo delle riviste ed altri periodici
Documento generato il 04/04/20 alle ore 02:31:16